Terry Sutherland, Director, Press Office, U.S. Small Business Administration

Be proactive. Get out first to frame the story

Be transparent. If you have bungled something, you need to confess and repent. Take the initiative to explain what you did wrong, what you’re doing to ensure it doesn’t happen again and how you will try to make it right for those you’ve failed.

Be consistent. Make sure all strategic areas of your company know the facts and messages and stick to them.

By getting ahead of others who might speak against you or distort the truth, you can frame the narrative for your story.

Be specific about consequences and remedies.

Be calm. Control the situation. Be cooperative and credible. If you don’t provide information, someone else will. Stress and repeat your messages.